Renault UK and ad agency Publicis London, set up a challenge that saw loads of people stripping off their clothes in the hope of winning the brand new Renault Wind Roadster.
The challenge involved people stripping down to one layer of clothing in just 12 seconds, which is the same amount of time it takes Renault’s new Wind Roadster to drop its top. To participate people had to post their fun and tasteful strip videos on Youtube.
For more videos visit www.12secondstrip.co.uk.
You can debate the effectiveness of magazine advertising all day long, but this Carlsberg ad from Belgian agency Duval Guillaume is undeniably useful. The advertisement reportedly appeared in Men’s magazine Menzo. Follow its instructions and you can use the flimsy piece of paper to open a bottle of Carlsberg.
The mechanic is the message: the page is not just media. It is a tool. The ad teaches you how to tear and fold it into a working opener, which turns “try the product” into a physical action inside the magazine.
In print-led FMCG marketing, the fastest way to earn attention is to make the medium do something the viewer can immediately test.
It turns a claim into proof. There is no argument to win and no feature list to remember. You either open the bottle, or you do not.
It forces participation. The reader cannot stay passive. The ad only completes itself when someone follows the instructions.
It earns a second look. Utility creates curiosity. People keep it, show it, and try it, which is the opposite of how most print gets treated.
Extractable takeaway. Interactive print works when the action is the demonstration. If the audience can do the product benefit with their hands in under a minute, the ad becomes memorable because it turns attention into a small personal “win”.
Try it out yourself by downloading the advertisement from: www.probablythebestadintheworld.be.
But does it make this “probably the best ad in the world”? Not if you consider the likely inspiration below. The video shows someone using a piece of paper to open a bottle of Carlsberg.
It is not just read. It is folded into a functional bottle opener, so the reader completes the ad by doing something.
It links the ad directly to the consumption moment. The ad becomes part of opening the product, not just talking about it.
It improves attention and memorability, but effectiveness still depends on distribution and whether people actually try it.
If the build is fiddly or fails, the novelty collapses. The interaction must work reliably with minimal effort.
When possible, replace messaging with demonstration. If the audience can experience the benefit through a simple action, persuasion gets easier.
You want a standout Facebook profile, but you do not have Photoshop skills. Schweppes solves it with a Profile App that helps you build a polished new profile design in minutes, using simple templates instead of design tools.
Facebook rolled out improvements to the profile experience that made it easier to tell your story and learn about your friends. Creative people quickly started experimenting with the new profile design, turning profiles into personal canvases.
That wave inspired Schweppes to develop the Schweppes Profile App on Facebook. It gave anyone who did not have Photoshop skills, and does not have much time, a way to create a great new profile.
It is a clean strategic play because it provides a service that becomes increasingly popular as the trend catches on. Instead of interrupting the behaviour, it helps people participate in it.
It is a branded Facebook app that helps people create a customised profile look without needing Photoshop or design skills.
Because the output is identity-based. People are motivated to improve how they present themselves, so a tool that makes it easy gets adoption.
Spot an emerging behaviour, then ship a simple tool that helps people do it better. The brand earns attention by enabling, not interrupting.
Creations completed, share and usage rate (how many people keep it live), referral loops from friends viewing profiles, and repeat usage over time.
